DETROIT – The Detroit Lions have officially announced a multi-year partnership with global hip-hop legend Marshall Mathers, better known as Eminem, alongside his longtime manager and Shady Records president, Paul Rosenberg. The collaboration centers on the Detroit Lions Thanksgiving Halftime Show, powered by Verizon, one of the NFL’s most iconic annual events.

As proud Detroit natives and lifelong Lions fans, Eminem and Rosenberg will serve as creative consultants through the 2027 season. Their role will include advising on artist selection and overseeing all creative and production elements of the halftime show for the Detroit Lions Thanksgiving Classic presented by Ford, ensuring a world-class entertainment experience each year.

“We’re incredibly excited to partner with Marshall and Paul, two of the most influential and respected figures in the music industry,” said Detroit Lions President and CEO Rod Wood. “Beyond their global reputation, their deep connection to Detroit and passion for the Lions make this partnership especially meaningful. Their involvement will help us attract elite talent and elevate the Thanksgiving Halftime Show into one of the most anticipated cultural moments on the NFL calendar.”

Paul Rosenberg also shared his enthusiasm for the collaboration, emphasizing the significance of the tradition. “It’s truly an honor to work with the Lions and contribute to one of the greatest traditions in Detroit sports,” Rosenberg said. “We’re committed to creating unforgettable halftime performances featuring world-class artists, both for the fans inside Ford Field and for the tens of millions watching across the country on Thanksgiving Day.”

In addition to the partnership with Eminem and Rosenberg, the Lions announced that Jesse Collins Entertainment (JCE) has been selected to produce the halftime show. JCE is widely recognized for delivering high-profile live entertainment productions, further reinforcing the organization’s commitment to raising the creative and cultural impact of its Thanksgiving showcase.

Together, these collaborations signal a bold new chapter for the Detroit Lions’ Thanksgiving tradition, blending music, culture, and football to celebrate the city of Detroit on one of the biggest stages in American sports.